Task Force Dragon Army ROTC

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Transcript of Task Force Dragon Army ROTC

TFD's Campaign Goals1. Shaping the civilian perspective of Army ROTC and the Army through the use of social media: FacebookSnapchatMobile Application2. Highlighting the opportunities available through the U.S. ArmyTechnical and educational opportunitiesHow the Army gives back3. Specifically targeting Generation Y/Z Parents' sphere of influence4. Promoting ROTC as a leadership courseMaking distinction between Officers and Enlisted SoldiersGoals of Task Force Dragon Current EventsHighlight Individual ROTC BattalionsThrow Back ThursdayHistoric ROTC Photographs and storiesUpcoming EventsCadet Summer Training Website linksApplicationsROTC FAQCurrently does not workTalk with usCurrently does not workCurrent Facebook MaterialCadet Fink“My older brother joined the Marines right out of high school. His actions had me thinking about the military, and on my journey to better myself, I decided to apply to West Point and for ROTC scholarships. Fast forward to now. I just completed my third of five years at Drexel, and I am looking at going into the Engineering branch when I graduate. I think my favorite moments in ROTC are when we go on our field training exercises. They might not be fun the whole time while we’re there, but it’s the best bond building time we have. You don’t think about things besides the mission at hand, and you get to experience something that a lot of other people will never be able to. Army ROTC has helped me develop as a person, and as a leader. It has helped me boost my confidence, learn to take charge of situations, and react to unexpected events.”

Humans of Army ROTC - MSIII Turn the ROTC Page into a hubLinks to branches that Cadets are assigned to from ROTCProvide information from new / ccurrent LT'sFAQ's about each"Support Us" / "Get Involved" informationInformation to help support ROTCInformation to support organizations that benefit veteransWounded Warrior Project, VA Hopsitals, etc. Volunteer opportunities within ROTC or supporting organizationsFix the current Facebook apps Connect prospective Cadets with current CadetsProposed Facebook MaterialTask Force Dragon (TFD) - Army ROTCCDT Matthew TroilletCDT Kyle RoppCDT Natalia BadgerCadet Phelan“My favorite moment of my ROTC career so far was our Military Ball at the end of February. The food was amazing, everyone was dressed to the nines, and it was a great opportunity to relax and have fun with the other cadets, especially because we are often associated in much stricter environments. However, besides the obvious niceties, the highlight of the night was when we all watched a photo slideshow that was a collection of pictures from throughout the year. From LDX, Halloween PT, Dragon Stakes, Water PT and more, we got to look back at our brightest and hardest moments with ROTC since August. I really enjoyed seeing how far we’ve come as individuals and as a battalion. For me specifically, I remember having a rough time at LDX with the constant rucking and the cold, but when I saw the pictures of my squad huddled in the woods on the screen, I was proud of how we grew together through the challenges we faced. “Humans of Army ROTC - MSIFuture Facebook MaterialExample from Humans of NY Facebook Page"Humans of Army ROTC"CADET Phelan- University of Pennsylvania ‘19What is it? Based upon the widely popular "Humans of New York"

What would we do?Recruiting teams from each battalion highlight select cadets/cadreTells the stories of the Cadets, why they joined ROTC, what they hope to accomplish and what they do and don't likeMSI-IV Cadets, New 2LTs, Cadre, NG/Reserve OfficersMake them relate-ableFocusing on the technical and professional opportunities in the Army

CADET Fink- Drexel University ‘18

Example Screenshot of Snapchat StorySnapchatWhat is Snapchat?Free video and picture sharing application. Pictures or videos can be as long as 10 secondsUsers can create "stories" a compilation of multiple Videos and pictures which last for 24 hoursAvailable for iOS and Android OS - 200 million users.100 million users visit daily

The use of Snapchat could prove immensely beneficial for Army ROTC programs at each universityEach program would have their own Snapchat geo-tag or location enabled story ROTC Recruiting committee and c/S6 work with Cadre to moderate and post pictures and videos to their story Stories can be seen by anyone using Snapchat near the locationCadet RomeroWhen I came across the ROTC recruiting booth during orientation, the cadre easily sold me on the benefits of the program: a chance to develop my leadership skills, a job as an army officer right after college, and of course the opportunity to receive a scholarship. It is now my second year in the program and I have no doubts that I made the right decision by signing up. Since joining ROTC, I’ve definitely been challenged but have also gained a lot. One of the most memorable experiences would definitely have to be my participation in the Ranger Challenge this year and last year (The Ranger Challenge is a weekend-long competition between the 42 ROTC schools in the area that consists of a variety of physical challenges like foot races, log carries, Humvee pushes, and ruck marches) as well as problem solving scenarios and team-focused events. Not only did I learn a lot during the training for the competitions, but I also enjoyed the chance to compete alongside my fellow cadets. In my upcoming years in the program, I look forward to the increasing leadership responsibilities I will receive as a senior cadet. Moving through the program is an exciting process, because I have the distinct sensation that everything I learn and every task I complete brings me one stop closer to actually commissioning as an Army officer.” Humans of Army ROTC - MSIICADET Romero - University of Pennsylvania ‘18Benefits of Social MediaSocial media will be the primary tool in changing the target market's perspective about the militaryShifting the focus from the combat arms Army to what most would consider the "softer side" of the Army Target market already has been exposed to the combat roles of the Army through the media, Hollywood, or personal relationshipsSupporting the technical and educational opportunities that the Army can provideHighlighting the non-combat operations which the army engages in (civil support, humanitarian missions, etc.)Target market is heavily influenced by social media. Army ROTC must remain agile and adapt to accommodate some of the newest social media apps The use of this marketing campaign will make the target market knock on the door.

ROTC Recruiters, Cadre and Cadets, will provide information that will inspire prospective Cadets to join ROTC.

Cadre and Cadets foster a healthy environment to develop Cadets, which in turn to stay in the program. (Pros out weigh the cons)

Cadets graduate from ROTC as knowledgeable and effective leaders and go on to have successful Army or civilian careers.

Target Market to Army OfficerCost related to our campaign:Developing this social media campaign at the battalion level would have initial costs of under $750Maintenance costs on social media are effectively $0 with motivated cadet participationCost range for contract application development: $50-250 / hour; Battalion-level apps could be developed for $1250 or under, or for free if cadets with programming experience are availableTurn-key, national-scale apps typically cost $50,000 - $150,000 - could be used by all ROTC programsMost likely total cost: One time expense of ~$1500 per battalion

Benefits of the strategy:85 percent of users prefer mobile apps to mobile websites - best value in emerging tech

Value OverviewCPT DavisAs an Army professional soldier, a husband, and father of five children, I am always faced with how busy and challenging life can become. I learn very quickly that if I wanted to be successful at both, I needed balance. My profession often demand being away from my family. Therefore, when I am home, I spend time with my family to create and make great memories which ensures that when I am away, we have lots of good memories to enjoy and lean on till I return. It worked for us for over fifteen years; I have no regrets, and I will continue to serve my country and take care of my family. I have the best of both worlds!Humans of Army ROTC - CadreCaptain DavisGeneration Y - "Millennials" Born 1980 - 1995Raised by indulgent parentsAccustomed to many comforts, such as computers and cell phonesTend to be impatient, skeptical, blunt and expressivePlace a high value on work-life balanceTarget MarketGeneration YThe Task Force Dragon Marketing Team will increase

civilian interest in Army ROTC by using social media and technology to inspire high school and college scholars, athletes, and leaders to join the Army ROTC program. Providing them with an opportunity to become Army Officers with solid career foundations.

Mission StatementHigh school seniors and college freshman are unaware of what the U.S. Army and Army ROTC may have to offer Non-Combat Arms branches are not as well knownOpportunities are plentiful in non-combat arms branches

According to Joint Advertising Market Research and Studies (JAMRS) State of the Officer Recruiting Market:"Few Youths are motivated to serve..."12% feel likely to serve in the military in the next few yearsMany young adults lack basic knowledge about the MilitaryMany young adults do not believe you can adequately plan or raise a family Poor perception of life after the MilitaryThe ProblemAs research has shown Generation Y & Z are not responding to current recruiting techniques.

They believe that the threats of mental illness, or physical injury outweigh the benefits of serving.

Offering perspective Cadets the chance to connect with current Cadets - Peer to Peer Connection.

Current generations feel the need to always be connected - so we should focus on keeping them connected and informed.

Why Change Is NeededThe Current GenerationsGeneration Z - "Post-Millennials"Born 1996 - 2009Grew up post 9/11, in the wake of the Great Recession with many reports of school violenceAre tech-savvy and able to grasp new conceptsAccustom to "everyone gets a trophy"Raised by helicopter parentsTarget MarketGeneration ZA perspective Cadet on campus saw the Drexel Army ROTC Snapchat Story.

When he searched for "Drexel Army ROTC", our Facebook Page was available for him to view.

The Army ROTC Mobile Application was available to provide him with more information.

His mother was also able to access useful information in the app.

All this information got him interested, and he made an appointment to speak with Cadets, ROO, and PMS.

What Did We Just See?Inspire Them to JoinEmpower CadetsHow to Get Them in the Door?How to change the perceptionGive prospective cadets a more holistic view of those who are currently servingExpand upon opportunities available to those who serveProvide creative and meaningful ways for prospective cadets to connect with current cadets What Can We Do Differently?Application to be launched iOS & AndroidProvide information to perspective Cadets via a mobile platformInformation regarding:BranchesActive Duty / Reserves / National GuardMilitary Civilian CrossoverOpportunities for Career/EducationTwo types of users:RegisteredAlso has access to scholarship updatesGuestProposed Army ROTC Mobile ApplicationLogin PageUser InterfaceBranch HighlightRecruitment Return on Investment29% of 17-24 year old Americans are eligible to serve (Source: DoD Youth Polls)About 37,100 undergraduate students attend Task Force Dragon universitiesTranslates to approximately 10,750 eligible students12-15% of youth predicted they would "Definitely" or "Probably" serve -> 3-4% ArmyRough estimate: 325 - 430 strong ROTC prospects in TFD's AO - 250 - 355 after accounting for the cadets already enrolled

Assuming this strategy has a (conservative) 25% success rate in convincing these strong prospects to join TFD ROTC-> Approximately 60 - 90 recruits projected At an estimated total cost of $1500, the Recruitment-ROI is $17-$25 per recruit for the TFD BattalionSmaller overhead expenses would follow every 3-4 years with student turnoverSpreads awareness of the ROTC program more effectively than current strategy - in-person recruitment costs at local events would diminishWith strong local-level social media, there is less need for a national marketing campaign